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Wave 8 The language of Content - CROATIA

Wave 8 The language of Content - CROATIA

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Wave 8 The language of Content - CROATIA

  1. 1. THE LANGUAGE of CONTENT #wave8 CROATIA
  2. 2. Liz Haas UM EMEA & G14 Research Director
  3. 3. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L What is Wave? • All surveys are self-completed. The data collected is purely quantitative • The survey universe: Active Internet Users Aged 16-54 • Active Internet Users are those who use the internet every day or every other day • They drive adoption of platforms and tools and they will determine which tools and platforms become dominant
  4. 4. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave 8 universe represents the world Argentina Australia Austria Azerbaijan Belgium Bosnia & Herzegovina Brazil Bulgaria Canada Chile China Colombia Croatia Czech Republic Denmark Dominican Republic Ecuador Egypt Estonia Finland France Germany Greece Hong Kong Hungary India Indonesia Ireland (ROI) Israel Italy Japan Latvia Lithuania Macedonia Malaysia Mexico Netherlands Norway Pakistan Paraguay Peru Philippines Poland Portugal Puerto Rico Romania Russia Saudi Arabia Serbia Singapore Slovakia South Africa South Korea Spain Sweden Switzerland Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States Uruguay Vietnam 65 countries 50,021 respondents 1.3bnrepresenting active internet users worldwide
  5. 5. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Wave story pre-’03 15 countries 7,500 respondents 2008 21 countries 10,000 respondents 2009 29 countries 17,000 respondents 2010 38 countries 23,200 respondents 2011 54 countries 37,600 respondents 2012 62 countries 42,000 respondents 2013 72 countries 49,600 respondents 2014 Social Visual Influence Business NeedsMotivation Brands 2012 2003 2004 2005 2006 2007 65 countries 50,000 respondents Content
  6. 6. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L ONLINE MOVIES TV PRINT & BOOKS My media diary…
  7. 7. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L ONLINE MOVIES TV PRINT & BOOKS The media I wish I had time for!
  8. 8. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Film, music, TV, novels; everything ever created is a few clicks away. Branded content has to compete with that. Increasingly, it does so. Scott HolmesUM Studios
  9. 9. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 696,000 Slideshare Views
  10. 10. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L
  11. 11. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content has become part of our everyday conversation
  12. 12. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Belong Stay in touch Share knowledge Seek opinion Explore Keep up-to-date Learn Promote yourself Change opinions Express yourself Earn respect Make money Build a career Escape Be creative Have fun Five consumer needs drive social sharing
  13. 13. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 0% 10% 20% 30% 40% 50% Helps you connect with new people Provides experiences to share with friends/ family Something you can share Inspires you Entertains you About a person you find interesting Helps you indulge your passions/ interests Sets you a challenge Promotes a cause that’s important to you Expresses your point of view Interesting or controversial & will spark a debate Teaches you about the brand Provides useful info/ ‘how to’ tips Tells you something new & unexpected Useful & something that other’s don’t know RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Content I VALUE Content I SHARE When you take a consumer perspective you realise that what Croatians value and share is different Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Croatia
  14. 14. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Global 0% 10% 20% 30% 40% 50% Helps you connect with new people Provides experiences to share with friends/ family Something you can share Inspires you Entertains you About a person you find interesting Helps you indulge your passions/ interests Sets you a challenge Promotes a cause that’s important to you Expresses your point of view Interesting or controversial & will spark a debate Teaches you about the brand Provides useful info/ ‘how to’ tips Tells you something new & unexpected Useful & something that other’s don’t know RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Globally, content is valued slightly less than it is in Croatia Content I VALUE Content I SHARE
  15. 15. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L We are emotionally invested in the things we share
  16. 16. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In Croatia, we seek recognition when we share Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are happy (ticked 8, 9 or 10) BASE: Croatia / Global 71% 68% 55% 52% 35% 62% 57% 55% 56% 41% % Croatia % Global Makes an interesting comment about it Shares something inspired by it Shares it with others you know Likes it/shows appreciation Shares it with others you don’t know % who are happy when someone responds to their sharing by…
  17. 17. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L There is nothing worse than being ignored Q: “You said you have shared content online. How happy does it make you feel, on a scale of 1-10 where 10 is very happy, when someone then? % who are unhappy (ticked 1, 2 or 3) BASE: Croatia / Global % who are unhappy when someone responds to their sharing by… 32% 47% 28% 40% Ignores it completely Unfollows / blocks you % Croatia % Global
  18. 18. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 22 % Because we care about our online reputation Q: Below is a list of statements. Please answer reflecting your opinion. Base: Croatia “I would love to become famous online” Aged 40 and over Aged 20-29 30 %
  19. 19. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In this world, Bloggers become role models Q: Do you trust bloggers/vloggers opinions on products/services? [any agree] Base: Croatia 33% 36% 43% Croatia: agree "I trust bloggers or vloggers opinions on products and services" Wave 6 Wave 7 Wave 8
  20. 20. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Croatia / Global 20% 15% 37% 26% Croatia Global Content I value Content I share Croatians now manage their own content strategies Expresses My Point Of View
  21. 21. THE LANGUAGE of CONTENT #wave8
  22. 22. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content as a social commodity Coke Zero: Skyfall partnership Objective: Engage young male audience
  23. 23. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In its first week, Coke Zero’s ‘Unlock the 007 in You’ amassed more views online, than the official Skyfall trailer achieved in 6 months.
  24. 24. Our use of social media is maturing
  25. 25. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Social media is now ubiquitous in Croatia 98% 84% 71% 54% 28% 20% 20% 14% 14% 96% 82% 72% 67% 30% 23% 22% 13% 14% YouTube Facebook Forum Google+ Linkedin Twitter Instagram Pinterest Tumblr Social Sites Visited Once a Month or More Wave 7 - 2013 Wave 8 - 2014 Q: Thinking about your use of specific websites and applications, which of the following best describes how often you have used them? [Once every 4 weeks or more often] Base: Croatia
  26. 26. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Social networks are less about having fun than they were and more about making money and learning Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] BASE: Croatia – Visited a Social Network site in the last 6 months Wave 6 Wave 7 Wave 8 0% 20% 40% 60% 80% RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up-to-date Explore the world around me Seek other people’s opinions
  27. 27. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 22% 29% Social Network is good for Making Money Wave 6 Wave 8 So Croatians are realising the potential of the Social Network for personal advancement Q: “Please select which of them you think does a good job when you want to…” [Social Network e.g. Facebook, Google+] BASE: Croatia – Visited a Social Network site in the last 6 months
  28. 28. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Message Boards or Forums (like Forum) are good for seeking opinions, sharing knowledge; but are declining in their usefulness Wave 6 Wave 7 Wave 8 0% 20% 40% 60% 80% RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up-to-date Explore the world around me Seek other people’s opinions Q: “Please select which of them you think does a good job when you want to…” [Message Board or Forum] BASE: Croatia – Used a Message Board or Forum in the last 6 months
  29. 29. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 15% 19% Message Board or Forum is good for Making Money Wave 6 Wave 8 They are increasingly seen as tools for advancement Q: “Please select which of them you think does a good job when you want to…” [Message Board or Forum] BASE: Croatia – Used a Message Board or Forum in the last 6 months
  30. 30. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The same could be said for microblogs like Twitter too Wave 6 Wave 7 Wave 8 0% 20% 40% 60% 80% RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up-to-date Explore the world around me Seek other people’s opinions Q: “Please select which of them you think does a good job when you want to…” [Microblog; e.g. Twitter] BASE: Croatia – Used a Microblog e.g. Twitter in the last 6 months
  31. 31. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 13% 17% Microblog e.g. Twitter is good for Making Money Wave 6 Wave 8 The realisation that microblogs are a tool for advancement Q: “Please select which of them you think does a good job when you want to…” [Microblog; e.g. Twitter] BASE: Croatia – Used a Microblog e.g. Twitter in the last 6 months
  32. 32. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Photo/video sites are less about fun and more about education Wave 6 Wave 7 Wave 8 0% 20% 40% 60% 80% RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Meet new people Stay in touch with friends Feel like you belong Share knowledge Share new experiences Hang out or waste time Have fun/ be entertained Be creative Make money Make contacts for work Change opinions Promote yourself Express yourself Earn respect Learn something new Keep up-to-date Explore the world around me Seek other people’s opinions Q: “Please select which of them you think does a good job when you want to…” [Photo/video site e.g. Flickr, Pinterest, Instagram, YouTube, Vine] BASE: Croatia – Used a Photo/video site in the last 6 months
  33. 33. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 45% 15% 18% 20% 8% 6% 4% 27% 6% 10% 18% 6% 8% 8% 0% 10% 20% 30% 40% Social Network Video site e.g. YouTube SMS Messaging Service e.g. WhatsApp Photo-sharing site e.g. Instagram Microblog e.g. Twitter Blog Fun & Entertaining Expresses your Point Of View When you share this content with others, which methods do you use to share it? BASE: Croatia – All Who Share Each Type of Content In the language of content the idea that the medium is the message is still holds true
  34. 34. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The ability of social media to meet personal ambitions is growing all the time Q: Thinking about using the internet, which of the following activities have you ever done? Base: Croatia 44% 47% Wave 7 2013 Wave 8 2014 %EverDone Visit a Professional Social Networking Site e.g. Linkedin, Xing
  35. 35. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The people who crave fame the most are us! 54% 51% 47% 46% 45% 45% 44% 43% 41% 40% 40% 39% 38% 36% 35% 34% 31% 30% 29% 28% 22% 21% Q; I would love to become famous online [Completely or Somewhat Agree]. Q: What would best describe your current field of work? Base: Global
  36. 36. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Global Entertainment Inspiration Something new and unexpected Something useful other people don’t know Escape Build a career Change peoples’ opinions Earn respect With wave 8 We can map consumer need to content need
  37. 37. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content builds commitment Q: “Which 3 statements best describes how this would make you feel about the company/its products/services? BASE: Croatia – all who value each type of content 0% 10% 20% 30% Commitment Sets you a challenge Entertaining & Fun Inspires you Teaches you about the brand Provides experiences to share with friends/family
  38. 38. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content: Earning Respect Xbox One: Glitch Objective: Reconnect with core gamers
  39. 39. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Xbox ‘Glitch’ helped gamers in the UK to win the respect of others. In doing so, Xbox gained a 7X return on their investment via huge reach on social media
  40. 40. The Language Of Content has the smartphone at its heart
  41. 41. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In Croatia, smartphone has greater reach than laptop Q: Which of the following devices do you own? Base: Croatia 77% 64% 6% 28% 85% 72% 80% 15% 11% 69% 66% 72% 75% 27% 22% 78% 59% 0% 20% 40% 60% 80% 100% Desktop Laptop/ Netbook/ Convertible Touchscreen Full-sized Tablet e.g. iPad, Samsung Galaxy Mini Tablet e.g. iPad Mini, Kindle Fire Smartphone Mobile Phone Devices Owned Wave 6 Wave 7 Wave 8
  42. 42. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L
  43. 43. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The smartphone fulfils almost every need Q: “Please select which of them you think does a good job when you want to…” [Smartphone] BASE: Croatia – Own a Smartphone 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Wave 6 Wave 7 Wave 8
  44. 44. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L “New generation” devices like the tablet are feeling the effects Q: “Please select which of them you think does a good job when you want to…” [Tablet] BASE: Croatia – Own a Tablet 0% 20% 40% 60% 80% Socialise with others Be creative Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quickly Make a purchase Find your way Get something done Organise something Explore the world around you Learn something new Research something thoroughly RELATIONSHIP DIVERSION LEARNING PROGRESSION Wave 6 Wave 7 Wave 8
  45. 45. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L In Croatia, smartphone battles laptop for domination Q: “Please select which of them you think does a good job when you want to…” Base: Crroatis - Own Each Device Socialise with others Share something Have fun / be entertained Hang out or waste time Relax Read content Watch content Ward off boredom Play a game Manage my life Access information quicklyMake a purchase Find your way Get something done Change opinions Explore the world around you Learn something new Research something thoroughly 0% 20% 40% 60% 80% Express yourself Earn respect Make contacts for work Be creative Organise something Build your career Laptop Tablet Smartphone RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION
  46. 46. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The two fastest-growing social activities in Croatia are mobile-based Q: Thinking about using the internet, which of the following activities have you ever done? Base: Croatia 24% 31% 34% 41% 56% 69% 0% 10% 20% 30% 40% 50% 60% 70% Wave 6 2011 Wave 7 2013 Wave 8 2014 %EverDone Share your location Use a microblogging service e.g. Twitter
  47. 47. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content consumption is moving in one direction only Q: “Please select which devices you have used to do these activities” [Watch video clips online] BASE: Croatia Wave 7 86 60% 57%56% 66% 51% 63% Desktop PC Laptop PC 4% 16% 13% 37% 21% 53% Tablet Smartphone Devices Used to Watch Online Video
  48. 48. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The Gif keyboard app brings content and conversation together
  49. 49. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L 0% 10% 20% 30% 40% Meet New People Be Creative Make Money Earn Respect So now we share content as a quick way to communicate what we’re trying to say Q: Now we would like you to think about why other people share the kinds of content you said you like. Why do you think someone would share content that… Base: Croatia - Value that type of content # <3 # # # @ LOL # Inspires you Helps you connect with new people Promotes a cause / charity that is important to you RELATIONSHIP DIVERSION RECOGNITION PROGRESSION
  50. 50. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L The “ice bucket challenge” is a great example of these principles coming together
  51. 51. So how do we measure Return On Investment?
  52. 52. 1: The content glut is killing reach OUR CLIENTS FACE 3 MAJOR ISSUES
  53. 53. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content visibility for five Mediabrands clients Source: our clients • February 2014 Client Posts/ month Total reach per post Avg reach per post Fans Visibility Beverage 2 10,254 5,127 93,000 5.51% Gaming 14 630,655 45,047 500,865 8.99% Chemicals 6 13,574 2,262 148,000 1.53% Insurance 54 155,102 2,872 48,000 5.98% Software 28 577,589 20,628 638,000 3.23% AVERAGE 5.04% 95%of your fans don’t even see your content investment
  54. 54. 2: Paid social ads now a requirement OUR CLIENTS FACE 3 MAJOR ISSUES €
  55. 55. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Organic reach in 2014: MEH. ORGANIC REACH (Maximum 5% visibility)
  56. 56. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L “If you pay, we’ll make it worth your while.” ORGANIC REACH (Maximum 8% visibility) PAID REACHHERE COMES THE BOOM
  57. 57. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L All good things come to those who reach ORGANIC REACH (Maximum 8% visibility)
  58. 58. 3: No fiscal metrics OUR CLIENTS FACE 3 MAJOR ISSUES “I’ve got Likes, Retweets and Shares. No idea what they’re worth.”
  59. 59. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L “We don’t internally have the confident data we need to convince leaders or peers that they should invest in some of this new technology or positions or skills that will be crucial to a growth plan” Adrian Parker, Patron Spirits Company “I also have no clue about what’s working and what’s not.” US fast food client
  60. 60. Earned Media Value The solution €
  61. 61. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L “What would I have had to pay to achieve the same result?” EMV works across channels, and is easily calculated and automated to allow daily measurement. We need one performance metric to rule them all Earned Media Value (in cash) €
  62. 62. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L
  63. 63. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L We read via API, price social activity, validate it, and report it TWEETS RETWEETS Promoted Trends, Etc. TEXT POSTSCOMMENTS LIKES @REPLIES Faves Photo Tweets Video Tweets Social Performance Dashboard, Monthly Reports & Expert Counsel SHARES Video Plays Likes Channel Subscribers Faves Video Posts Photo Posts Promoted Posts Comments Shares Your Paid Media Rates Falls within benchmarks? YOUR DATA KPIs PERFORMLY PROCESS Automated Guidance Assign Earned Value Aggregate Brand EMV OUTPUTS ¤ ¥ $ =
  64. 64. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Example Performly content performance chart FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This post has low engagement, low acquisition. Performly might calculate total EMV at €21.50. This social team needs to improve.
  65. 65. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content performance FAN ACQUISITION FANAENGAGEMENT 0 2 4 6 8 10 20 40 60 An easy like, this post has high acquisition but low engagement. Few touchpoints created by fans. Performly might calculate it’s worth €384.
  66. 66. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content performance FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This very controversial post has high engagement, but low acquisition. Performly might show it earned €3120, but also generated significant unfollows.
  67. 67. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Content performance FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This post is doing everything right. High acquisition & high engagement. Performly says it created €9850 of marketing impact and grew the fan base.
  68. 68. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Now you can justify social budgets for paid ads AND content by showing financial impact THESE NEW FANS, AND OUR EXISTING FANS, CREATED OF NEW MEDIA AND TOUCHPOINTS “HEY, THANKS FOR THE OUR SOCIAL PROWESS PRODUCED OF MARKETING IMPACT!” PERFORMLY SAYS WE GAINED NEW FANS 12,500 €62,042 “MS. CFO, I’D LIKE TO PROMOTE THIS POST:” €13,000 €13,000 €62,042
  69. 69. So we think we can do more with content
  70. 70. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Croatian consumers value Entertaining & Educational content from Alcohol brands Q: “When you see any of this content…do you value this content most when it…? Q: Which of the following types of content are you most likely to share with others? BASE: Croatia Age 18+ – those interested in the ALCOHOL category 0% 10% 20% 30% Helps you connect with new people Provides experiences to share with friends/ family Something you can share Inspires you Entertains you About a person you find interesting Helps you indulge your passions/ interests Sets you a challenge Promotes a cause that’s important to you Expresses your point of view Interesting or controversial & will spark a debate Teaches you about the brand Provides useful info/ ‘how to’ tips Tells you something new & unexpected Useful & something that other’s don’t know RELATIONSHIP DIVERSION LEARNING PROGRESSION RECOGNITION Alcohol Brand Content I VALUE
  71. 71. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Promotes Cause Sets you a challenge Person you are interested in Connect with new people Experiences to share with friends & family Something you can share with others Is useful & something others don’t know Express yourself Inspires you Teaches you about the brand Useful info / how-to tips Tells you something new & unexpected Helps you indulge your passions & interests Interesting or controversial. W will spark debate Entertaining & fun Different content helps brands achieve different objectives. Wave 8 maps objective to content Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? / Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Remember it] Base: Croatia Age 18+ – those interested in the ALCOHOL category Drives Awareness Conten t I Value Alcohol Category in Croatia
  72. 72. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Promotes Cause Sets you a challenge Person you are interested in Connect with new people Experiences to share with friends & family Something you can share with others Is useful & something others don’t know Express yourself Inspires you Teaches you about the brand Useful info / how-to tips Tells you something new & unexpected Helps you indulge your passions & interests Interesting or controversial. Will spark debate Entertaining & fun Different content helps brands achieve different objectives. Wave 8 maps objective to content Q: When you see any of this content shared with you by brands directly (or shared by other people), do you value this content most when it…? / Which 3 statements from the list below best describes how this would make you feel about the company and its products or services? [Desire it] Base: Croatia Age 18+ – those interested in the ALCOHOL category Drives Desire for the Brand Conten t I Value Alcohol Category in Croatia
  73. 73. THE LANGUAGE of CONTENT L O L I M H O T M I <3 打 酱 油 リ ア 充 1 2 C 4:) Y O L O C Y A 哈 哈 哈 ‫ههههه‬ :*5 5 5 P K O I F M L Summary Think about your consumers’ ambitions Create social commodities Measure and optimise
  74. 74. THE LANGUAGE of CONTENT #wave8 CROATIA

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